Our proprietary online panel including 60,000 US pet owners and 3,000 veterinary professionals
Online Insight Panel
Research
A Tale of Evolving Pet Owner Information Sources
• Pet Owner Study ― Fielded June 2012 to Opinions@Trone Consumer Panel― 539 respondents
• Pet Bloggers―Fielded June 2012 to BlogPaws Members― 173 respondents― Pet Retailer Survey Fielded March 2014
Pet Information Seekers
30% of pet owners spend more than 30 minutes per week reading about or researching pet‐related topics
Source: Trone Brand Energy Pet Information Study, 2012
Pet Information Seekers
FemaleAge 40–49Married without children at home Employed full‐or part‐timeHHI $50k +Technologically savvy
Source: Trone Brand Energy Pet Information Study, 2012
Pet Information Seekers
Pet‐related causes
More vet visits
More pet specialty shoppersSpend more
Online content generatorsSocially active
Source: Trone Brand Energy Pet Information Study, 2012
Most Appealing Pet Info Topics
0%10%20%30%40%50%60%70%80%90%100%
Source: Trone Brand Energy Pet Information Study, 2012
Likelihood to seek information Top 2 Box
Veterinarians and pet stores are increasingly sharing influencer status
New pet owner influencer ecosystemThe New Pet Influencer Ecosystem
Bloggers and Pet Retailers
Most shop at all types of stores
Nearly all have written about pet retailers
Over half have had pet retailers reach out to them
Virtually all interested in working with retailers
Source: Trone Brand Energy Pet Information Study, 2012
Bloggers and Pet Retailers
Independent retailers are their most preferred partner
Compensation is important, but can come in various forms
Source: Trone Brand Energy Pet Information Study, 2012
Effectively Engaging Bloggers
Know them and their platforms individually– Research what they write about
Personalize outreach – Relate your outreach to how and why it is relevant to their
platform– Localize content wherever possible
Give them an incentive– Payment and sponsorships are important in this dynamic,
but aren’t “everything”
Source: Trone Brand Energy Pet Information Study, 2012
What You Can Do
Optimize your owned and earned media platforms
Create a blog of your own
Let pet bloggers be an ingredient to your online voice
If you’d like more information on our research studies or branding and influencer
services, please contact:Kevin Murphy
For more information